Logo Review 001: Purple Bricks

This is the new branding for Purple Bricks. While an improvement on the original logo below, I think there was more that could have been done. This assessment of the brand will be done according to logo design legend Paul Rand’s 7 Criteria for a Great Logo.

Founded in 2012, Purple Bricks is an online real estate company that turned its first profit in 2016, but was then fighting allegations in 2017 that it was misleading customers. It has also recently expanded into the United States. So, whether the rebrand came about due to international expansion, a need for a new image following less than desirable attention in the press, or just the standard growth and maturity of a young company, the company has a new look.

Let’s judge it on the Paul Rand Logo Test Criteria along with two criteria of my own.

The Review

Distinctive: Yes [ 1 ]

In the real estate landscape, it can be very tempting to be very overt with imagery utilizing rooflines, doors, or keys. This is moving away from that, and while it might look like a financial institution, the mark and color visually distinguish it from competitors.

Visible: Yes [ 1 ]

It will catch your eye. I would like to think that one could do interesting things with the logo mark as a border around a “For Sale” sign in a front yard.

Adaptable: Yes [ 1 ]

From letterhead to digital marks on listings, it seems clear that the mark can be utilized in numerous applications.

Memorable: No [ 0 ]

The bold purple color is the strongest thing the brand has going for it in this regard, but overall, it seems to be too muted in its form and font.

Universal: No [ 0 ]

When I first came across the brand, I wasn’t sure if there was some slang or obvious cultural reference in the UK to purple bricks that would help make this a brand with real meaning. I’m not sure that happens to be the case, so I think the name is actually a bit confusing here. What exactly are purple bricks and, in the case of this company, how does that represent doing things different in the real estate industry?

Timeless: Yes [ 1 ]

A strong container for the brand with successful proportion bodes well. However, the font selection gives pause yet it isn’t enough hesitation to cause alarm. This brand should stand for a long time to come, assuming that the business does as well.

Simple: Mostly [1 of 2]

The logo is certainly simple, and without a doubt, there are many out there would would naturally think that it is too simple. Clever simplicity is a very difficult thing to achieve. This logo does a fairly good job, but the four diagonals line up, and that adds unnecessary complication to an otherwise simple mark.

Story: No [ 0 ]

This is my category, not Paul Rand’s. As was mentioned before, what are purple bricks? It isn’t clear if there is a deeper reference. Additionally, what do the two breaks in the container signify?

Better Than Original: Yes [ 1 ]

While it isn’t perfect, the mark is a large improvement. While the new mark might have the appearance of a financial institution, at least that usually conveys trust and strength. The original mark looks cartoonish and game-centric or some kind of pharmaceutical brand.